BIP! Finder - Antecedents and outcomes of digital influencer endorsement: An exploratory study

2019 • Antecedents and outcomes of digital influencer endorsement: An exploratory study

Authors: Pedro Torres; Mário Augusto; Marta Matos

Venue: Psychology & Marketing

Type: Publication

Abstract: AbstractThe advertising and marketing literature have established that celebrity endorsements constitute an effective way to enhance attitudes toward brands and increase purchase intents. However, there are no relevant studies on digital influencers. This study addresses the research gap by examining the effect of digital influencers' attractiveness and the effect of the congruence between a digital influencer and a brand on consumer attitudes and purchase intentions. By applying structural equation modeling to a sample of 307 followers of digi... (read more)

Impact:

1.9731361E-7 9.590713E-9 208 65

/ Attention: 0 160

Topics: Social psychology Applied psychology

DOI: 10.1002/mar.21274

External links: Crossref OpenAIRE

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Influence:
This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
Citation Count:
This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
Impulse:
This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.